“Big Things Happen Here”: Dallas Announces New Branding and Marketing Campaign

Posted by    |    October 26th, 2012 at 12:08 pm

Dallas Tagline Big Things Happen Here

Dallas’ first ever multimillion-dollar multimedia campaign will be announced at today’s annual meeting of the Dallas Convention & Visitors Bureau. The $5 million branding and marketing campaign will help Dallas rise in the ranks as a top convention destination city. The campaign took eight months to craft and used input from Dallas residents and Dallas-based marketing agency TracyLocke.  With millions in potential revenue for hotels, restaurants and taxi drivers at stake, Dallas Mayor Mike Rawlings believes the campaign “is not just about the hotel rooms. This is about creating, year after year,” a reason for visitors to come back.

The campaign was made possible this year when the creation of the Dallas Tourism Public Improvement District was approved. It will last at least five years and will include 100-plus hotels within the city limits including the NYLO in South Dallas and the Omni Hotel in Downtown Dallas. Hotel owners agreed to be taxed to create the money pot used to boost marketing in the city. The tax, which hotels began collecting this summer, is paid by a 2 percent fee charged to hotel guest and is estimated to bring in up to $10 million a year. Philip Jones, chief executive of the Dallas Convention & Visitors Bureau, estimated the new Dallas branding campaign will cost up to $5 million.

Upping the ante on the campaign will help Dallas compete with top convention destination cities like New York, Las Vegas Orlando, Fla., Chicago and Anaheim, Calif., home of Disneyland. Dallas’ past campaigns have focused more on reaching out to trade publications with a budget of around $1 million. This $5 million campaign will include social media and digital media, something that was absent from past campaigns.

Local consumers will begin seeing some of the key elements of the campaign starting today. While the campaign is focused onluring visitors away from competing communities, it will also remind Dallas residents how much their city has to offer.

“One of our biggest challenges is that we have a lot of residents who don’t appreciate what Dallas has to offer,” said Jones. “A lot haven’t been downtown in five years.”

Along with the new campaign comes a new tagline, “Big things happen here.” The phrase reflects the many changes that have taken place over the past 18 months including the continued development of the Arts District, the opening of the Margaret Hunt Hill Bridge and the completion of Klyde Warren Park. The tagline replaces 2004’s ‘Live large. Think big.”

“We felt it was time to update with a new brand image for Dallas,” said Phillip Jones. “We wanted to make sure we were positioning Dallas … in a way that is appropriate to the Dallas of 2012, as opposed to the Dallas of 2004 or even earlier than that.”

The partnership between YouPlus Media and Dallas Convention & Visitor’s Bureau offers an intimate look into the creative and traditional side of Dallas in all its diversity. Our “Moon Over Dallas” promo for the DCVB beautifully captures all that the Big D has to offer. Head over to the Dallas Observer to see what Robert Wilonsky has to say about the promo.

For all YouPlus videos for the DCVB, check out VisitDallas.YouPlusDallas.com.


(source and photo via

Caitlin Clark is the Arts & Entertainment and Style Writer and Social Media Director for YouPlusDallas. Follow her on Twitter at @caitlinclark

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